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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
The Sales Coaching Workshop
How to Turn Ordinary Reps into Extraordinary Reps
Presented by:
Jim Domanski
Teleconcepts Consulting Inc.
613 591 1998
www.teleconceptsconsulting.com
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Goal of Workshop• to provide you with a 3 steps coaching process that will help you modify the sales behavior of your sales reps…and increase sales revenues
Key Objectives• to introduce the MAF process
• to build job aids to help in the MAF process
• to provide you with specific techniques to help modify the behavior of your sales reps
So, what’s in it for you:• save time and effort by applying a proven coaching methodology
• reduce the frustration of coaching
• provide more consistency in your coaching (which means great adherence to the techniques you present)
• improve effectiveness of your sales team
• maximize your training investment
• reduce the learning curve (your reps learn faster and generate dollars sooner)
• increase sales and/or lead generation results
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Why Coach?
Training is not enough
Carrots don’t work…for long
It modifies behavior
Sales experience means nothing…
Because sales is a result of interaction between a client and your rep
Homeostasis Zone
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
6 Things That Coaching is NOT
1. Not personal anecdotes
2. Not motivating hype
3. Not training
4. Not an “open door” policy
5. Not a personnel review
6. Not a group meeting
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
The Coaching Process Defined
Coaching Defined
The 3 Parts to the Coaching Process
M_________
F_________
Standardsimportant
A_________
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Step #1: Monitoring
The process of assessing a rep’s level of performance relative to a given standard
Who should be monitored
Who should DO the monitoring
Where should monitoring be done
Why monitoring
When should you monitor
What should be monitored (see next page)
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Standards
-the most important element of the coaching process
- you cannot objectively and effectively coach without a standard
-a standard is a COMMUNICATED set of expectations for specific parts of the sales process
- something established for use as a ‘rule’ or basis of comparison
- clearly defined guidelines
- usually the sales standards are the ‘best practices’ you want your sales team to use over and over and over again
-In sales you can establish a standard (if you choose) or any repeatable skill or process
EXAMPLES
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
The Monitoring Sheet
- Powerful a job aid used by a sales coach which lists the key standards to help in the monitoring (and analysis) phase
- Monitoring sheets ensure:
Objectivity
Consistency
Discipline
- Binary Rating ONLY
- DON’T use numeric systems
1 2 3 4 5
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary RepsSales Monitoring Sheet date
Step #1: Pre Call Planning Notes
Step #2: Opening Statement Notes
• use of pre call planning sheet
• “can you give me the name of the person in charge of…”
• gathered other information
S ns
• humble opener
• assertive opener
• transition bridge
S ns
Voice Mail Notes
• idea voice mail
• referral voice mail
• “only you…”
S ns
• analytical or other
Step #3: Qualifying Notes
• vital questions
S ns
•Other questions
Step #4: Advance Notes
• “Based on what you have told me…”
S ns
• Specific date & time
Objection Handling Notes
• “Knee jerk” objection handling
S ns
• Authentic (3 steps)
• FAQ (product knowledge)
Recommendations & Action Plans
Rep Manager
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Step #2: Analyzing
The process of determining if the rep is performing to the established standard and the actions required based on the analysis
Think First
Plan Your Feedback
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Note it and move on
Note it and move on
MonitorMonitor
Is performanceaccording to
standard
Is performanceaccording to
standard
Is it worththe time
Is it worththe time
Is performance exceptionally
above standard
Is performance exceptionally
above standard
ProvidePositive feedback
ProvidePositive feedback
Note it andmove on
Note it andmove on
Has the rep beentrained to standard
Has the rep beentrained to standard
No
Yes
No
No
Yes
Yes
No
YesContinued on next
page
(refer to specific behavior)
Continued on next page
The Most Effective and Powerful Analyzing Tool in the World
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Self-pacedSelf-paced
Provide Structured trainingProvide Structured training
Has the rep beentrained to standard
Has the rep beentrained to standard
Yes
No
Yes
one on oneone on one groupgroup
Has the employeeexhibited a pattern of
unsatisfactoryperformance?
Has the employeeexhibited a pattern of
unsatisfactoryperformance?
Remove obstaclesRemove obstacles
Wait and observefor pattern
Wait and observefor pattern
CoachCoach
Does the repexpress the desire to work to standard
Does the repexpress the desire to work to standard
Consider alternativesConsider alternatives
Provide reminderor “mini”
coach
Provide reminderor “mini”
coach
continued from previous slidecontinued from previous slide
no
No
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Step #3: Feedback
Why provide feedback
Who should provide the feedback
When should feedback by provided
Where should feedback by provided
How should feedback be provided
What should you provide feedback on?
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Feedback: How
2. Developmental
1. Assessment
4. Counseling
3. Mentoring
The 4 Styles of Feedback
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Assessment Feedback
- assesses or evaluates sales performance by ‘grading’ or ‘rating’ or ‘ranking’ the call or visit-often petty in nature-to most sales reps, it implies judgment and criticism- it also implies subjectivity where the motives of the coach might be negative- if feedback is provided, it is based typically subjective in nature
“This is how I would have handled the objection…”
“You should have mentioned the price break…”“Why didn’t you tell him about our terms…”
- often seen in micro managers who feel the need to provide some sort of critique with every visit or call
KEY POINT: It does not develop, change or modify behavior
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
2. Developmental Feedback2. Developmental Feedback
- as the name implies, developmental feedback is feedback that develops and nurtures the rep
- it builds and strengthens skills and knowledge
- it teaches reps how to get better, how to improve, how to succeed
-therefore, even if the feedback is not the best, it is accompanied with information on how to improve
-therefore, much more positive
- 2 types
Socratic
One minute
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
• Superb for new reps
• Supportive and participative
• The best method
5 Step Process
1. Ask rep to provide feedback on contact
3. Discuss ways to enhance performance
4. Mutually develop an action plan
5. Acknowledge improvements
2. Developmental Feedback (Socratic)
2. Describe the behavior observed
“Eric, I have been monitoring your last few calls. How do you feel they went?”
“Eric, let me ask you: Based on the training we received and the standards we established, what is our typical approach to our opening remarks?”
“Did your opener follow those commandments?”
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
2. Development Feedback (1 Minute)2. Development Feedback (1 Minute)
– For virtually any rep (rookie, sophomore, senior)
– But must be used wisely
– HOWEVER, done something exceptional, unique, or different or above standard
– “Matt, I just monitored your last call. Your objection handling was exceptional. The prospect tossed you a knee jerk objection and you followed the 3-Step Process to a “T” and you got the prospect to listen further. Well done.”
– “Ed, the presentation you just made on the engineering curriculum was awesome. The way you summarized the clients problem and linked it to the solution was very compelling. Good work!”
1 Minute Praise Can Kill
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Feedback: HOWFeedback: HOW
The Sandwich Feedback technique “sandwiches” critical feedback between positive feedback
Work Exercise: Analyze the following and determine the effectiveness of the Feedback:
“Tony, your opening remarks were really good; got the client’s interest…but your questioning really needs improvement … Mind you: your closing was done very well.”
Conclusion:
Critical Feedback
Positive
Positive
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
m
3. Mentoring Feedback 3. Mentoring Feedback
-Mentoring is for your exceptional sales reps or those who show exceptional promise
How do you provide feedback exceptional reps?
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
m
4. Counseling Feedback 4. Counseling Feedback
-Counseling is a form of feedback directed at problem reps, underachievers, Dementors, etc.
- typically counseling is a progressive process
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
m
4. Counseling Feedback 4. Counseling Feedback A. The KITA
–“kick in the a_ _” feedback–A “wake up call” designed to get attention– used only after participative feedback has been applied and does not seem to work– shock ‘em– a bit of assessment feedback–Examples:
“Tom, what the heck was THAT?
You’re better than that! What went wrong?”
“Brandi, you know this: what is our standard approach to handling objections?”
“Joe, quite frankly, I expect more from you…”
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
4. Counseling Feedback4. Counseling Feedback
B. Tough Love
– For reps who have repeated feedback sessions but have not shown improvement
– Used for reps who deliberately resist recommendations
– Appeals to fear factor
– “John, your job is on the line here…”
– “Andrea, your results are borderline. Your techniques are not working. Period. You have to make an improvement. Let’s go back to basics…”
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Counseling FeedbackCounseling Feedback
C. My Shoes
– This technique lets the rep coach themselves and communicates the consequences if the expectations are not met
– For reps who are doing chronically poorly or simply not complying with your requests to change
– “Mike, you are not making cold calls to new prospects and inactive accounts. This has had a huge impact on your sales funnel. Even if you close every single account in your funnel by the end of this quarter you will still be 57% below objective. We have discussed this numerous times yet you still seem to avoid the task. Mike, let me ask you, if you were in my shoes, what would you do?
– …and if you didn’t do that (or achieve that), then what?
… and then what?”
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Coaching Situations
Rock Stars privileged status or democracy
Rebels those who won’t comply to coaching
Old Salts veterans who have been “doing it their way” for 100 years
Dementors nays sayers, destructive
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
Summary
Coaching is the ONLY activity a manager can engage in that will MODIFY the sales behavior of the sales rep
Coaching is often seen as a PITA…and it can be
There are not quick fixes
Coaching is “important but not urgent” so the tendency is to ‘put it off’
Resist this!
Schedule, schedule, schedule
And remember: at the end of the day, when you boil it all down, it is the sales rep who:
engages prospects
deals with customers
uncovers needs
generates leads
makes sales
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The Telesales Coach: How to Turn Ordinary Reps into Extraordinary Reps
About Teleconcepts & Jim Domanski For over 15 years, Jim Domanski has been president and CEO of Teleconcepts Consulting and is considered one of North America and Europe’s foremost experts in the field of business to business tele-sales consulting and training. With clients around the world, Jim has pioneered some of the most innovative and successful tele-sales strategies in today’s marketplace
With well over twenty years of practical, “in the trenches” experience as a consultant and trainer, Jim has written three highly successful books on tele-sales strategies and tactics Direct Line to Profits, Profiting by Phone and Add On Selling) A fourth book, Tele-Sales Coaching, is due in the autumn of 2006.
He is also the editor and publisher of the highly acclaimed weekly e-newsletter Tele-Sales Vitamins. A prolific and witty writer, Jim has written hundreds of articles and has been featured in numerous newspapers, newsletters and magazines including Marketing Magazine, Advertising Age, Tele-Professional, Sales and Marketing Management, Selling Power, Profit Magazine, Business by Phone and Canadian Business and has appeared various radio and TV programs.
As an international trainer, Jim Domanski has implemented some of the most unique and effective tele-sales training programs in North America and Europe . By blending humor with hard hitting, practical tips and techniques, his seminars are thoroughly dynamic, highly interactive and extremely effective. Attendees consistently provide rave reviews about the material and content of all Jim’s training programs. A certified professional speaker.
Clients include (among others)
SAP Franklin Covey First Energy CorpMolson Breweries Softchoice Corporation Bell CanadaEmory & Co. Bank of Montreal Canada PostSwedish Eco. Comm. CDI Computers Techno TradeShell Canada Grand and Toy Toronto DominionAnalgesic Healthcare Multiple Plastic Devices Multi-ChemTAB Toronto Argonauts Ask MeridianDiscus Dental Century Spring Clement CommunicationsJapanese Tel. Ass. Trimega Corp Educational ResourcesEdwards Medical Prophix Software Softchoice CorpMeridian Consulting JMFA Relational Funding
Jim lives in Ottawa, Ontario, is married with two boys. He is an accomplished cook, a voracious reader, a Civil War buff and a collector of edged weapons.edged weapons.
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